Gillette launches Heated Razor, after a stint on crowdfunding site Indiegogo

02-May-2019 - Last updated on 02-May-2019 at 18:41 GMT

(photo courtesy of GilletteLabs)

The P&G shave and personal care brand used the platform to test market and build interest in what was as the time a limited-edition razor. After a successful run on Indiegogo and winning an Engadget award at this year’s Consumer Electronics Show, Gillette is today launching its Heated Razor to the mainstream grooming market

“We've been delighted with the reception from the tech and grooming community,” says Gary Coombe, CEO of global grooming at P&G, in today’s media release about the new product launch. “We had incredible feedback from early adopters on Indiegogo and everyone who got to see the product in action at CES. That's why we're so excited to now make this breakthrough innovation available to all our consumers in the US.”

Hot towel shave

The classic barbershop service known as a hot-towel shave was the inspiration behind the new Gillette razor. The Heated Razor is the latest at-home version of spa-style skin care for men.

“By fusing beautiful form with reimagined function, the Heated Razor from GilletteLabs truly elevates the shaving experience,” believes Coombe. “We know men love the sensation of a hot towel shave and now they can enjoy that same luxurious experience every day in their bathroom.”

And it comes with a spa-style price tag too. The $200 Heated Razor is currently available for pre-order. And by the end of the week the razors will be on line and in store at The Art of Shaving too. (Replacement blades sell for $25.)

Features and benefits

The razor is designed to “[deliver] instant warmth at the push of a button and provides a noticeably more comfortable shave,” according to the Gillette media release. And, the new Heated Razor has the following features: a stainless steel warming bar, two temperature options, overheat protection, five-blade technology, wireless magnetic charging, a lithium ion battery, an aluminum zinc handle, flexdisk technology, and is 100% waterproof.

---

Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.